CRS 2017 Panel Preview #2: Dicing, Leading, Capturing, And Scaling

“We have 10 pounds of information to put into a one-pound sack.”

That’s Emmis/Indianapolis VP/Programming Bob Richards, describing next week’s “Dicing The Data” panel at Country Radio Seminar (CRS), which he’s moderating – but he could just as easily be describing CRS in general.

In a two-and-a-half-day span, attendees will have 27 educational panels, several luncheons, numerous showcases, endless after-hours events, and hundreds of hallway conversations to choose from. As a grizzled, 32-time CRS-goer, please heed my advice: Choose wisely, pick your own agenda, stick to it, and don’t try to do it all. Yes, you’ll miss stuff people will be buzzing about the next morning, but remember: they will have missed your unforgettable experience, too. And, if for some reason, you order the entire menu, so to speak, know that you’ll fail and feel like absolute shit when you get home. The Mayo Clinic recommends seven to nine hours of sleep per night for the average adult, and – I hate to break it to you – but even if you act like a teenager at CRS, you’re still actually an average adult. #SorryNotSorry.

Now, back to our regularly scheduled program. I spoke to three of the five core moderators for CRS 2017, who shared their personal picks of sessions they will lead, what to look for, and who will participate.

Bob Richards will guide the aforementioned “Dicing The Data” panel through a discussion of platforms such as Shazam, SiriusXM, and Spotify, and how songs and artists are making an impact on them. This session is set for Friday, February 24th at 10am (CT) and features Stone Door Media Lab’s Jeff Green; Sony Music Nashville EVP/Marketing John Zarling; and CBS Radio/Phoenix VP/Programming Tim Richards.

Two weeks ago, CRS Agenda Co-Vice Chair and Cumulus VP/Programming Operations Greg Frey gave us a heads-up regarding this session, but I was so curious about it that I called Bob Richards to tell me more. “The days of staking out positions on panels and trying to support them with superstitious knowledge are over; that doesn’t accomplish anything,” said Richards. And so, this panel will be rich with data – A LOT of data.

“Jeff [Green] has conducted a survey; our plan is to begin with that, to get a state of the state. How are current Music Directors and Program Directors using – or not using – information that is available and out there?” asks Richards. “Tim Richards has some pretty interesting observations and ways that he uses it. John Zarling has examples from the early days of Taylor Swift and how they used downloaded data and a ton of digital metrics long before anyone else did. Jeff has an interesting look from his perspective about Shazam and other platforms that he’s beginning to connect the dots between. We have another interesting stat about Spotify.” Richards tells me the panel will also consider sales and streaming data. “Streaming data probably represents a younger demo’s behavior. Sales of downloads represents an older demo.” And then, Richards continued, “There’s YouTube. Kane Brown might be the example that we use there. We were aware of Kane Brown and had heard of him from our local club before RCA signed him. There was a buzz, and it was based on the YouTube videos he produced and put out there.”

Richards tells me the biggest challenge on this session is fitting all 10 pounds of information into that one-pound sack, with this goal: “Between talking about all the data and how the panelists use it, how can attendees take all this and use it on Monday when they get home from CRS? Because, when you get a bunch of people who love data, get geeky about it and start talking about how they go through their analysis, it can really make your eyes glaze over.”

“Capturing The Millennial Ear”

Richards also encourages CRS attendees to check out “Capturing The Millennial Ear: Re-Thinking Our Traditional Medium for The Next Generation.”

Inspired by research conducted by Leigh Jacobs and Carolyn Gilbert of NuVooDoo Media that examined how Millennials use audio and music, Richards says this panel combines analysis of the findings with Q&A and a live focus group of Millennials who are P1s to Country music.

“Millennials are, for some, the great mystery that we’re still trying to figure out,” says Richards. “How are we going to reach them? Because, their behaviors are so different than Xers or Boomers, or however you want to group people by generation. We always say, ‘People age into our format. They may not start in it, but by the time they’re 30 or 35, they’ve come into our format.’ Millennials are much different. Think about your kids. I don’t think that as a Program Director – or anyone who is in radio – that we can spend enough time getting to know this generation, because it’s obvious this is where our future lies.” Look for this session on Thursday, February 23rd at 3:30p (CT).

“Leadership, Revenue”

Former Cox Media SVP/Digital Media & Strategy Gregg Lindahl shared two sessions he’s excited to be moderating, starting with “Victory In The Hallways,” which will follow the UMG lunch show at the Ryman on Thursday, Feb 23rd at 2:30p (CT). Joining him will be Max Media/Norfolk, VA Market Manager Dave Paulus; Arista Nashville VP/Promotion Josh Easler; and longtime SVP/GM for Lincoln Financial/San Diego, CA Rick Jackson.

“They’re going to be talking about how it’s clearly a challenging environment for radio right now,” says Lindahl. “There are all kinds of local disrupters; how do you keep it fun and rewarding? How do you enjoy a continuous level of high engagement from the team? I think the people that aspire to higher leadership positions or who are already in leadership positions with challenges will find this very fun and interesting. They will have solid ideas they can take away from it.”

Next, a panel that – on the surface – is sales-centric, but one Lindahl advises programmers not to overlook. “How Are You Protecting Your Core Revenue” will be Thursday February 23rd at 3:30p (CT). “We have two experts that I think CRS is lucky to have,” says Lindahl. “John Henley is managing partner at Center For Sales Strategy (CSS), and Branding/Marketing and Sales strategist Paul Weyland. They’re going to talk about how to build more value for your existing customers so that you increase retention and spending levels from them. I think, in one case, there’s going to be a little unconventional thinking about this from Paul in particular, which applies to smaller and medium markets. Henley will go for best practices for customer retention in all sized markets.”

“Strategy, Not Scale”

Midwest Communications Corporate Country Brand Strategist Tom Baldrica told me that all the panels he’s leading have a similar theme running through them. “It’s strategy, not scale,” he explains.

“Objects Are Larger Than They Appear: Small Markets That Do BIG Things” captures the essence of CRS: looking at small and medium market radio success stories. Full disclosure: This is a concurrent session with “Dicing The Data,” taking place Friday, February 24th at 10am (CT), but CRS has always offered diverse subjects and panelists, hoping to appeal to all broadcasters.

“I love the fact that we’ve got Jesse Garcia and Erica Ogle from WBYT at South Bend – the PD and GSM, respectively,” says Baldrica “They’ve always done great promotions there in a very successful small market. They will be devoting 20 minutes to discussing South Bend, sharing ideas and helpful hints. We’ll have some Q&A for them, and come back with the same format with JJ Holiday and Stephanie Theisen – the OM and PD/GM, respectively – from KZPK/St. Cloud, With 20 minutes for each market. We all know we have to move quickly. It’s filled with really solid ideas, and we’re going to operate under the filter of the triangle: the station, the listener, the client, and how you’ve got to benefit all three of those entities.”

Baldrica’s Friday, February 24th 11a (CT) session, “Promotions Start To Finish,” will take attendees through a brainstorming session in real time, complete with hiccups that always come out of nowhere. Says Baldrica, “It will really be interactive; there is no preparation, per say, using the brain power that we have. I think it’s a really interesting way to create and let people actively experience the process, which I really like. We’ll create two of those over the course of that 50-minute panel. It’s a really cool idea.” Panelists include KMLE/Phoenix MD/Afternoon personality B-Dub; WLHK/Indianapolis PD Fritz Moser; EMI Nashville Dir./Southwest Regional Promotion John Trapane; and KVOO/Tulsa morning Co-Host Sunny Leigh.

So, there ya go. Between my CRS preview from two weeks ago and this week’s 2.0 version, you’re pretty much set, in terms of sessions to attend. Aaaaand, you’re welcome. As for the after hours, extra-curricular activity? Let your conscience – and your liver – be your guide. Remember to try and do as much adulting as possible, drink plenty of water, wash your hands a lot, call home some, and get some rest. We all have to be back at work the following Monday.